Study Of The Marketing Strategy Bosch Automotive Chain Network Applied In China

T100 billion's market scale with 40% profitability, there are the two shinning points existing in the attempting china auto aftermarket. However, contrasted by the recession of the whole car market in which cars become cheaper and cheaper, auto aftermarket definitely becomes the most splendid pearl in china's auto industrial chain. Attracted by such a big market as well as witnessing china's successful entry into WTO, a passel of famous multinational auto companies land on china with their own repairing chain network one after another. Even with a quiet market reaction, however, a fierce competition for contending china's auto service market has already started in the dark.Mainly by using the classical theory and analyzing tool of the competition strategy (PEST, SWOT and so-called Five-force Model), the thesis here is to make a deep research on the external and internal situation, industrial competition pattern and develop trend of Bosch auto repairing chain network. The analysis on the situations reveals that though Bosch has grasped the unparalleled opportunities in china's auto service field, its auto repairing china network still faces tremendous pressure from other competitors. Based on the related theory of franchise management and service marketing (7Ps...